Ram Trucks Again Owns Most-Seen Auto TV Ad

A Ram spot promoting Truck Month deals racked up 235.7 million national TV ad impressions, making it the most-seen auto TV ad on iSpot.tv’s ranking for April 15-21. 

NBC was the top impression-generating network, delivering 24.7 million, followed by MSNBC (20.8 million) and CBS (20.1 million). Looking at programming, The Voice led with 9.3 million impressions, while Family Feud and Today each had about 7 million. 

A tattooed kid with some serious swagger takes the wheel in the No.2 spot from Dodge, which had 217 million national TV ad impressions, a 45% week-over-week increase. Looking at top programming, Forensic Files and CBS Mornings were neck and neck, generating 11.4 million and 11.1 million impressions, respectively, with Today in third place (10.2 million). On the network side of things, CBS ran up 25.1 million impressions, followed by MSNBC (20.5 million) and NBC (17.8 million).  

In the third-place commercial, Kia illustrates how the Sorento X-Pro and Turbo-Hybrid models are “built for the unstoppable,” putting them through extreme weather-related challenges including epic mud and punishing temperatures. The spot had 195.8 million national TV ad impressions, with ABC (22.2 million impressions), CBS (19.2 million impressions) and TNT (14.6 million) as the top networks. Top programming included NBA games (25.4 million), FBI (6.5 million) and Law & Order: Special Victims Unit (6.4 million). According to iSpot’s Creative Assessment, this commercial had a 90% brand match (the percentage of survey respondents who remembered it was a Kia ad after watching it), above the recent automotive industry norm of 76%.

Genesis takes fourth place with a spot for the GV70 and GV80 models, which had 153.1 million national TV ad impressions. Top networks by impressions included CBS (19.9 million), TNT (13.4 million) and Food Network (13 million), while top programming included NBA games (12.5 million), PGA Tour golf (9.9 million) and 20/20 (5.9 million). Per iSpot’s Creative Assessment, 27% of surveyed viewers considered the product itself to be the single best thing about the ad. 

At No.5: Subaru’s “A Beautiful Silence,” which ran up 126.7 million national TV ad impressions, 54% of which came from primetime ad airings. Looking at all dayparts, Good Morning America was the top impression-generating program with 9.1 million impressions, followed by Today (5.6 million) and NCIS: Hawai'i (5.3 million). Top networks by impressions included NBC (22.4 million), ABC (22 million) and CBS (18.5 million). 

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1. Ram Trucks: Truck Month: Do Trucks 

Impressions: 235,720,631 

Interruption Rate: 3.51%

Attention Index: 84

Est. TV Spend: $1,935,208

2. Dodge: Inner Child Intervention 

Impressions: 217,045,989 

Interruption Rate: 2.32%

Attention Index: 99

Est. TV Spend: $1,133,035

3. Kia: Built for the Unstoppable 

Impressions: 195,808,669 

Interruption Rate: 3.37%

Attention Index: 106

Est. TV Spend: $2,417,716

4. Genesis: Bring the Wow: GV70 and GV80 

Impressions: 153,106,138 

Interruption Rate: 2.63%

Attention Index: 94

Est. TV Spend: $1,285,908

5. Subaru: A Beautiful Silence 

Impressions: 126,707,106 

Interruption Rate: 3.94%

Attention Index: 91

Est. TV Spend: $1,280,265

Data provided by iSpot.tv, The New Standard for TV Ad Measurement

TV Impressions - Total TV ad impressions delivered for the brand or spot.

Interruption Rate - The percentage of devices that were present at the beginning of the ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV. The Interruption Rate is measured on a scale of 0 to 100%.

Attention Index - A comparison of the ad’s Interruption rate against its specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means the ad is performing as expected.

Est. National TV Spend - Amount spent on TV airings for the brand’s spots.